Team-first approach at Oakley challenge

Usually during surf contests, competitors worry about themselves, their scores, their waves.

But there was a different kind of vibe down on the sand at 54 Street in Newport Beach on Friday. The Oakley Surf Shop Challenge has a different twist, bringing surfers together to cheer each other on for a unique team-format competition. There were nine surf shops from around Los Angeles and Orange County that brought four-man teams to compete, everywhere from smaller shops like Frog House in Newport Beach to bigger names like Jacks Surfboards.

"You're not all about yourself, it's about your team and managing time," said Huntington Beach surfer Derek Peters, surfing for team Jacks Surfboards.

Peters gave me the lowdown of how it all works: Each team has four people, who are allowed to surf four waves total. The top score of each surfer's waves are the keepers. The team is given an hour in the water, and can determine how long or short they need during that time to get scores. There's a "double-whammy" surfer, whose top scores are worth double the points. It was a tag-team format, so the surfer in the water had to run up the sand to slap the next surfer's hand to change spots.

"It's a little more pressure. I try not to think about it and just get a couple good ones," said Peters, the double-whammy surfer for Jacks, last year's winner defending its title. "All the teams are really good."

There are seven regional events around the nation held through the year, with the finals in September at Huntington Beach. The top team will win $10,000 and other prizes.

Team Frog House was out representing its home town, making it to the semi-finals.

"I think the Frog House team showed these young bucks what we can do," said shop owner TK Brimer. "It's fun to be a team, and have all your bros out surfing with you."

In the end, it was team Spyder out of the South Bay that took home first place, with Kelly Zaun getting a last-minute high score to help the team win.

Dickie O'Reilly, part owner and manager of the store, said it's an event they look forward to each year.

"Even though we haven't done that well in previous years, we come each year because we have such a good time," he said.

If you're looking for a new pair of boardies for this summer, why not get some that are good for the environment?

Rusty just unveiled the 2011 line of "Ecostretch" boardshorts, which are made from a hybrid of recycled plastic water bottles, recycled polyester and lycra.

SHOP-EAT-SURF.COM | Jack's expanding in many places

Action sports retailer Jack’s has a lot of changes happening.

We caught up with co-owner Jamal Abdelmuti and talked to him about what’s new at the influential retailer, and why Jack’s is expanding at several of its locations, adding two stores and increasing its offering in kids, skate and more.

In May, Jack’s opened its first 1,000 square foot kids-only store, directly adjacent to its flagship store in Huntington Beach.

In the past, the location was a pizza joint, but Jack’s took it over and dedicated the space to boys, infants and toddlers’ clothes and accessories. Little girls items still remain at Jack’s Girls, located a few doors up the street.

Brands at the space include: Quiksilver, Billabong, Vans, Nike, Volcom, O’Neill, KR3W, Ambiguous, TOMS, Element, Stance, DC, Jack's own brand, Reef, Sanuk, and Native.

“As our sales increased in kids clothing, we have been gradually expanding our kids selection in all our stores,” said Jamal. “Bursting at the seams in those departments, we decided to give it its own space,” he added.

While the store has only been open a little over a month, Jamal said so far sales have been “tremendous.”

Jack’s is also re-launching “Garage,” its skate concept, and opening a new space for skateboarding apparel and equipment.

Garage used to be a shop-in-shop inside Jack’s Main Street, Huntington Beach location, but Jamal said the area was getting “swallowed up by the surf stuff,” and becoming too cramped as surf continued to expand.

To dedicate an area specific to skate and create a better retail shopping experience, they took over the space where the Closet was on Main Street.

The 2,500 square foot store will feature brands like Volcom, Supra, Stussy, Vans, Nike, LRG, Obey, RVCA, KR3W, Comune and Element in a more boutique-like setting.

Jamal said they hired Displayit Inc. to design the space, and gave the store a facelift, with brands getting dedicated sections. The new location should open the first week in July, and will carry skate and street-lifestyle brands, as well as hardgoods from boards and trucks, to wheels, skate videos and more.

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